Imaginary Crisis - Terrorist Attack

Short of a terrorist attack or your company being bought up and all your employees laid off, imagine a crisis that might occur at your company (or a company you would like to be employed by). It could be tampering of a specific product, a major chemical spill, an employee death because of faulty machinery, or something else.
Describe what your imaginary crisis is in some detail. As your company's chief public relations person, once you are aware of the crisis, whom would you notify within the organization about it and how would you notify them (use job titles, not actual names)? What would you ask them to do? Then discuss what information you would want the public to know during the first few hours after the crisis occurs. Similarly, what information would you want your employees to know?
How would you gather the information? How would you convey the information to both the public and your employees? Who would be your official public spokesperson (use the job title, not actual name)? Why? Who would be your official spokesperson to employees? Why? What are the two or three key messages you would want your spokesperson(s) to deliver to the public and employees? Would each target audience get different messages? What would you do if you found out that reporters are asking employees for their comments about the crisis?

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I will choose an automobile company which produces a wide range of automobiles, such as cars and SUV's, for customers around the world. The crisis situation discussed in the assignment is concerned with a major engine fault in the cars sold by the company, which has become a life threatening issue for the owners of the car in the sense that this engine failure is causing the vehicle to catch fire suddenly. The sudden eruption of fire in the engine can cause serious injuries and even deaths to the driver and can result in other loss of personal and public property as well.

The crisis has been known due to the fact that many customers have reported about this problem to the company and have also filed complaint with authorities. The sudden rise in the number of complaints is alarming and a cause of concern for the company as most of the cars which are catching fire are popular models, which have recently being sold. The company will have to recall all the cars as well as compensate the buyers of the cars who have suffered injuries or other serious losses from the engine fault.

As your company's chief public relations person, once you are aware of the crisis, whom would you notify within the organization about it and how would you notify them (use job titles, not actual names)?

I will immediately notify the top management and senior employees in the organization, such as Chairman, CEO and other board members, Vice Presidents of each division such as production/operations, marketing and sales, quality control division and other key employees. They will be notified by sending an email to all these people, requesting them to gather immediately for an important meeting and briefly explaining them about the crisis or the agenda of the meeting. Once these top management team and other senior employees have arrived for the meeting, the issue or crisis is explained to them in detail along with supporting facts, such as ...

Solution Summary

Short of a terrorist attack or your company being bought up and all your employees laid off, imagine a crisis that might occur at your company (or a company you would like to be employed by). It could be tampering of a specific product, a major chemical spill, an employee death because of faulty machinery, or something else.

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BCom, SGTB Khalsa College, University of Delhi

MBA, Rochester Institute of Technology

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